RINOMINA (Paris) > PRIME > Luca Rossi

If You Don’t Understand Something Search For It On YouTube

three-ply cardboard, Germany 2021 (LIVE STREAMING). 

Two limited edition artworks have been designed for this intervention, both of which can be purchased at the bottom of this page.

Every day thousands of people around the world make videos that they then upload to YouTube without giving them a specific title (e.g. ‘day at the beach’). Thus, by searching YouTube for the subject of the work (IMG 2205, the number refers to the date of the inauguration of the Bourse de Commerce in Paris), we will find a completely unexpected list of content which is growing every day.  

Luca Rossi chooses a form of ecology, he does not create the umpteenth work of art, he does not contribute to an overload of content of which we are all both creators and victims, but indicates a resilient way of seeing and ordering the content already produced every day.

A form of resistance to the internet algorithm that always feeds us with “things that are the same as ourselves” and profiled according to our previous choices. Not only does the work change every day (videos increase daily), but it is the only way to see content that would otherwise remain submerged and invisible. Going from one of these videos to another means “training new eyes” and seeing a sort of contemporary “Sistine Chapel” that anyone can access. In fact, if we make a video and upload it to YouTube with the title IMG 2205 we will automatically participate in and contribute to the work.

Linked to this intervention it is possible to purchase an artwork in limited art edition (10 copies) and a poster signed in 20 copies.

If You Don’t Understand Something Search For It On YouTube

envelope in 10 copies, art limited edition, Luca Rossi 2021

You will receive an empty envelope at home with the IMG inscription and the first 4 numbers of your mobile phone inside. The envelope will be opened and will become an artwork to be framed (watch the video example). The size of this artwork is 60×25 cm. The price is 150 euro + 3 Euro shipping cost. 

First 4 Numbers Your Mobile
Shipping Address

If You Don’t Understand Something Search For It On YouTube

poster 40×30 cm signed in 20 copies, Luca Rossi 2021

50 Euro (+ 3 Euro shipping cost)



 In the Italian contemporary art scene there is a figure of considerable interest. Luca Rossi–artist/ collective, critic, curator, and blogger–is a controversial personality who works in anonymity, as some kind of Anonymous of the Art System. In Luca Rossi’s philosophy, the ego no longer exists because anyone can be Luca Rossi, at the same time that the “critical process”, the virtual space of the Internet, and the real context no longer have boundaries and blend into one. Scroll down this page. 

Today individuals experience a sort of “non-experience” in the sense that they spend most of their time surfing the “network”, producing a “new memory-without memory” or a “passive and a-critical assimilation” into the system. Luca Rossi knows this well. He constantly reminds us of the history of art and ideas, of our past, of what it means to be critical and active, struggling to preserve one’s own authenticity and originality in the great McDonald that is our contemporary world.

Many curators and artists, both in Italy and Europe, have been following Luca’s work with great excitement. By now Luca is considered the only critical voice that “stands out” in the current Italian landscape.

It is worrisome that Luca’s work has yet to be recognized by institutions and organizations, despite receiving the acknowledgement of the public and many curators and artists. This says a lot about what the value that the Italian system places on the “real artist”. The Italian contemporary landscape has been dragging itself down for more than 10 years, producing artists who “copy and paste”, endless repetitions of projects signed by the same names, and decreeing the end of contemporary art.